Summary Lectures
Sustainable and Ethical Marketing
Inhoud
Lecture 1 - Introduction to sustainable marketing & Content ................................................. 5
A brief history of marketing thought .............................................................................. 5
Marketing and its role/purpose....................................................................................... 7
Article: Stoeckl, V. E., & Luedicke, M. K. (2015). Doing well while doing good? An
integrative review of marketing criticism and response. .............................................. 7
Consumer deception & intrusion .................................................................................. 10
Community co-optation and commercialization ............................................................ 12
Society seduction and degeneration ............................................................................ 12
Human and natural resource exploitation ..................................................................... 14
The Chain of Marketing Productivity............................................................................ 15
The Growth Imperative .................................................................................................. 19
Wellbeing Economy ...................................................................................................... 19
What is ‘sustainable marketing?’ ................................................................................. 20
Article: What do we mean by sustainability marketing? Kemper, J. A., & Ballantine,
P. W. (2019). ................................................................................................................... 20
Auxiliary Sustainability Marketing ................................................................................. 21
Reformative Sustainability Marketing ........................................................................... 21
Transformative Sustainability Marketing ....................................................................... 21
Article: Enhancing Consumer and Planetary Well-Being by Consuming Less,
Consuming Better. Sen, et al., 2024 ............................................................................. 22
Lecture 2 - BLab ................................................................................................................. 24
Workgroup 2 - pt 1 .............................................................................................................. 24
Guidelines Sustainability Claims .................................................................................. 25
Between brand-cause...................................................................................................... 30
Article: Ellen, P.S., Webb, D.J., and Mohr, L.A. (2006), “Building corporate associations:
consumer attributions for corporate socially responsible programs,” ............................ 30
Attribution Theory → Perceived motives ....................................................................... 30
Congruence Theory → Company-cause fit ................................................................... 32
Between consumer-brand................................................................................................ 34
1
, Article: Einwiller, S., Lis, B., Ruppel, C., & Sen, S. (2019). When CSR- based
identification backfires: Testing the effects of CSR-related negative publicity. .............. 34
Social Identity Theory .................................................................................................. 34
Perceived Corporate Hypocrisy.................................................................................... 37
Article: Wagner, T., Lutz, R. J., & Weitz, B. A. (2009). Corporate hypocrisy: Overcoming
the threat of inconsistent corporate social responsibility perceptions. ........................... 37
Across CSR talk and walk ................................................................................................... 44
Article: Reppmann, M., Maibaum, F., Edinger-Schons, L. M., & Foege, J. N. (2025).
Talk, but don’t talk too much: How corporate sustainability communication evokes
stepwise organizational change. .................................................................................. 44
Greenwashing vs. Greenhushing ................................................................................. 46
Workgroup 3 - SHIFTing consumer behaviors towards sustainability.......................... 47
Theory of planned behavior model: .............................................................................. 47
Article: White, K., Habib, R., & Hardisty, D. J. (2019). How to SHIFT Consumer Behaviors
to be More Sustainable: A Literature Review and Guiding Framework. ........................... 48
SHIFT model................................................................................................................ 48
Social Influence............................................................................................................ 50
Habit formation ............................................................................................................ 52
Individual Self .............................................................................................................. 54
Feelings & Cognition .................................................................................................... 54
Tangibility..................................................................................................................... 55
Article: Vlasceanu, M., Doell, K. C., Bak-Coleman, J. B., Todorova, B., Berkebile-
Weinberg, M. M., Grayson, S. J., ... & Lutz, A. E. (2024). Addressing climate change
with behavioral science: A global intervention tournament in 63 countries. .................. 61
Lecture 4 - Corporate Social Marketing, Demarketing, Brand Activism ............................... 64
Social Marketing (Learn, Feel, Do, Don’t) .................................................................... 64
Corporate Social Marketing (CSM) ............................................................................... 65
Brand Activism ................................................................................................................ 66
Article: Eilert, M., & Nappier Cherup, A. (2020). The Activist Company: Examining a
Company’s Pursuit of Societal Change Through Corporate Activism Using an
Institutional Theoretical Lens........................................................................................ 66
Corporate activism (CA) ............................................................................................... 68
Demarketing .................................................................................................................... 73
Article: Gossen, M., Ziesemer, F., & Schrader, U. (2019). Why and how commercial
marketing should promote sufficient consumption: A systematic literature review. ....... 73
Sufficiency ................................................................................................................... 73
Product, Promotion, Price, Place ................................................................................. 74
Demarketing vs. Green Marketing ................................................................................... 79
2
, Article: Reich, B. J., & Soule, C. A. A. (2016). Green demarketing in advertisements:
Comparing “buy green” and “buy less” appeals in product and institutional advertising
contexts. ...................................................................................................................... 79
3-category framework of Demarketing: ........................................................................ 79
Workgroup 4 ....................................................................................................................... 83
Lecture 5 - Marketing for system change ............................................................................ 84
Social Tipping Points ....................................................................................................... 86
Article: Aschemann-Witzel, J., & Schulze, M. (2023). Transitions to plant-based diets:
the role of societal tipping points. Current Opinion in Food Science, 101015. .............. 86
Diffusion of Innovation theory ....................................................................................... 91
System Push-Back....................................................................................................... 97
Social Norms ................................................................................................................... 99
Article: Constantino, S. M., Sparkman, G., Kraft-Todd, G. T., Bicchieri, C., Centola, D.,
Shell-Duncan, B., ... & Weber, E. U. (2022). Scaling up change: a critical review and
practical guide to harnessing social norms for climate action. Psychological Science in
the Public Interest, 23(2), 50-97. .................................................................................. 99
Practical Guide .......................................................................................................... 107
Required Articles............................................................................................................... 109
Stoeckl & Leudicke (2015) ............................................................................................. 109
Consumer Deception and Intrusion ............................................................................ 109
Community Co-optation and Commercialization......................................................... 109
Society Seduction and Degeneration ......................................................................... 109
Human and Natural Resource Exploitation................................................................. 110
Kemper & Ballantine (2019)........................................................................................... 110
Auxiliary Sustainability Marketing (ASM): ................................................................... 111
Reformative Sustainability Marketing (RSM): ............................................................. 111
Transformative Sustainability Marketing (TSM): ......................................................... 112
Sen et al., (2024) ........................................................................................................... 112
CLCB: Consuming Less, Consuming Better............................................................... 113
Ellen et al (2006) ........................................................................................................... 115
Attribution & Congruence ........................................................................................... 115
Einwiller et al. (2019) ..................................................................................................... 117
Wagner et al. (2009) ...................................................................................................... 119
Corporate Hypocrisy .................................................................................................. 120
Proactive vs. Reactive CSR Communication .............................................................. 120
Abstract vs. Concrete CSR Statements ..................................................................... 120
Inoculation Strategy ................................................................................................... 120
3
, Reppmann et al (2025) .................................................................................................. 121
CS Talk vs. CS Walk .................................................................................................. 122
White et al. (2019) ......................................................................................................... 124
Vlasceanu et al. (2024).................................................................................................. 126
Eilert et al. (2020) .......................................................................................................... 129
Corporate Activism vs. Corporate Social Responsibility (CSR) .................................. 129
Gossen et al. (2019) ...................................................................................................... 131
Sufficiency ................................................................................................................. 132
Reich & Soule (2016) .................................................................................................... 134
GreenMarketing vs Green DeMarketing ..................................................................... 135
Aschemann-Witzel (2023) ............................................................................................. 136
Tipping Points ............................................................................................................ 137
Constantino et al. (2022) ............................................................................................... 138
Social Norms and Climate Action ............................................................................... 139
Social Tipping Points ................................................................................................. 139
Definitions ......................................................................................................................... 142
4
Sustainable and Ethical Marketing
Inhoud
Lecture 1 - Introduction to sustainable marketing & Content ................................................. 5
A brief history of marketing thought .............................................................................. 5
Marketing and its role/purpose....................................................................................... 7
Article: Stoeckl, V. E., & Luedicke, M. K. (2015). Doing well while doing good? An
integrative review of marketing criticism and response. .............................................. 7
Consumer deception & intrusion .................................................................................. 10
Community co-optation and commercialization ............................................................ 12
Society seduction and degeneration ............................................................................ 12
Human and natural resource exploitation ..................................................................... 14
The Chain of Marketing Productivity............................................................................ 15
The Growth Imperative .................................................................................................. 19
Wellbeing Economy ...................................................................................................... 19
What is ‘sustainable marketing?’ ................................................................................. 20
Article: What do we mean by sustainability marketing? Kemper, J. A., & Ballantine,
P. W. (2019). ................................................................................................................... 20
Auxiliary Sustainability Marketing ................................................................................. 21
Reformative Sustainability Marketing ........................................................................... 21
Transformative Sustainability Marketing ....................................................................... 21
Article: Enhancing Consumer and Planetary Well-Being by Consuming Less,
Consuming Better. Sen, et al., 2024 ............................................................................. 22
Lecture 2 - BLab ................................................................................................................. 24
Workgroup 2 - pt 1 .............................................................................................................. 24
Guidelines Sustainability Claims .................................................................................. 25
Between brand-cause...................................................................................................... 30
Article: Ellen, P.S., Webb, D.J., and Mohr, L.A. (2006), “Building corporate associations:
consumer attributions for corporate socially responsible programs,” ............................ 30
Attribution Theory → Perceived motives ....................................................................... 30
Congruence Theory → Company-cause fit ................................................................... 32
Between consumer-brand................................................................................................ 34
1
, Article: Einwiller, S., Lis, B., Ruppel, C., & Sen, S. (2019). When CSR- based
identification backfires: Testing the effects of CSR-related negative publicity. .............. 34
Social Identity Theory .................................................................................................. 34
Perceived Corporate Hypocrisy.................................................................................... 37
Article: Wagner, T., Lutz, R. J., & Weitz, B. A. (2009). Corporate hypocrisy: Overcoming
the threat of inconsistent corporate social responsibility perceptions. ........................... 37
Across CSR talk and walk ................................................................................................... 44
Article: Reppmann, M., Maibaum, F., Edinger-Schons, L. M., & Foege, J. N. (2025).
Talk, but don’t talk too much: How corporate sustainability communication evokes
stepwise organizational change. .................................................................................. 44
Greenwashing vs. Greenhushing ................................................................................. 46
Workgroup 3 - SHIFTing consumer behaviors towards sustainability.......................... 47
Theory of planned behavior model: .............................................................................. 47
Article: White, K., Habib, R., & Hardisty, D. J. (2019). How to SHIFT Consumer Behaviors
to be More Sustainable: A Literature Review and Guiding Framework. ........................... 48
SHIFT model................................................................................................................ 48
Social Influence............................................................................................................ 50
Habit formation ............................................................................................................ 52
Individual Self .............................................................................................................. 54
Feelings & Cognition .................................................................................................... 54
Tangibility..................................................................................................................... 55
Article: Vlasceanu, M., Doell, K. C., Bak-Coleman, J. B., Todorova, B., Berkebile-
Weinberg, M. M., Grayson, S. J., ... & Lutz, A. E. (2024). Addressing climate change
with behavioral science: A global intervention tournament in 63 countries. .................. 61
Lecture 4 - Corporate Social Marketing, Demarketing, Brand Activism ............................... 64
Social Marketing (Learn, Feel, Do, Don’t) .................................................................... 64
Corporate Social Marketing (CSM) ............................................................................... 65
Brand Activism ................................................................................................................ 66
Article: Eilert, M., & Nappier Cherup, A. (2020). The Activist Company: Examining a
Company’s Pursuit of Societal Change Through Corporate Activism Using an
Institutional Theoretical Lens........................................................................................ 66
Corporate activism (CA) ............................................................................................... 68
Demarketing .................................................................................................................... 73
Article: Gossen, M., Ziesemer, F., & Schrader, U. (2019). Why and how commercial
marketing should promote sufficient consumption: A systematic literature review. ....... 73
Sufficiency ................................................................................................................... 73
Product, Promotion, Price, Place ................................................................................. 74
Demarketing vs. Green Marketing ................................................................................... 79
2
, Article: Reich, B. J., & Soule, C. A. A. (2016). Green demarketing in advertisements:
Comparing “buy green” and “buy less” appeals in product and institutional advertising
contexts. ...................................................................................................................... 79
3-category framework of Demarketing: ........................................................................ 79
Workgroup 4 ....................................................................................................................... 83
Lecture 5 - Marketing for system change ............................................................................ 84
Social Tipping Points ....................................................................................................... 86
Article: Aschemann-Witzel, J., & Schulze, M. (2023). Transitions to plant-based diets:
the role of societal tipping points. Current Opinion in Food Science, 101015. .............. 86
Diffusion of Innovation theory ....................................................................................... 91
System Push-Back....................................................................................................... 97
Social Norms ................................................................................................................... 99
Article: Constantino, S. M., Sparkman, G., Kraft-Todd, G. T., Bicchieri, C., Centola, D.,
Shell-Duncan, B., ... & Weber, E. U. (2022). Scaling up change: a critical review and
practical guide to harnessing social norms for climate action. Psychological Science in
the Public Interest, 23(2), 50-97. .................................................................................. 99
Practical Guide .......................................................................................................... 107
Required Articles............................................................................................................... 109
Stoeckl & Leudicke (2015) ............................................................................................. 109
Consumer Deception and Intrusion ............................................................................ 109
Community Co-optation and Commercialization......................................................... 109
Society Seduction and Degeneration ......................................................................... 109
Human and Natural Resource Exploitation................................................................. 110
Kemper & Ballantine (2019)........................................................................................... 110
Auxiliary Sustainability Marketing (ASM): ................................................................... 111
Reformative Sustainability Marketing (RSM): ............................................................. 111
Transformative Sustainability Marketing (TSM): ......................................................... 112
Sen et al., (2024) ........................................................................................................... 112
CLCB: Consuming Less, Consuming Better............................................................... 113
Ellen et al (2006) ........................................................................................................... 115
Attribution & Congruence ........................................................................................... 115
Einwiller et al. (2019) ..................................................................................................... 117
Wagner et al. (2009) ...................................................................................................... 119
Corporate Hypocrisy .................................................................................................. 120
Proactive vs. Reactive CSR Communication .............................................................. 120
Abstract vs. Concrete CSR Statements ..................................................................... 120
Inoculation Strategy ................................................................................................... 120
3
, Reppmann et al (2025) .................................................................................................. 121
CS Talk vs. CS Walk .................................................................................................. 122
White et al. (2019) ......................................................................................................... 124
Vlasceanu et al. (2024).................................................................................................. 126
Eilert et al. (2020) .......................................................................................................... 129
Corporate Activism vs. Corporate Social Responsibility (CSR) .................................. 129
Gossen et al. (2019) ...................................................................................................... 131
Sufficiency ................................................................................................................. 132
Reich & Soule (2016) .................................................................................................... 134
GreenMarketing vs Green DeMarketing ..................................................................... 135
Aschemann-Witzel (2023) ............................................................................................. 136
Tipping Points ............................................................................................................ 137
Constantino et al. (2022) ............................................................................................... 138
Social Norms and Climate Action ............................................................................... 139
Social Tipping Points ................................................................................................. 139
Definitions ......................................................................................................................... 142
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